Clients are reaching out to us to create festive versions of their sonic identity: Rajeev Raja

Sonic branding firm BrandMusiq recently created an unconventional sonic identity for smartphone brand Vivo. This collaboration is considered as ground-breaking and one-of-a-kind, ushering in a new era of brand recognition and emotional resonance achieved through the strength of sound. A visionary step has been taken by Vivo to enhance its brand identity and customer experience, in collaboration with BrandMusiq, thereby harnessing the power of science and art to create a comprehensive sonic identity system that is unique to Vivo and is instantaneously identifiable, including the MOGO (Musical LOGO), MOGOSCAPE (Sonic palette), and a Mini-MOGO (confirmation sound/ alert). They are created for encapsulating the spirit of the brand purpose of Vivo, which is ‘Live the Joy’ and are already integrated into all of the communication of the brand, involving the digital content, TVC, ensuring an immediate and indisputable collaboration for Vivo.

Particularly, these differentiated notification sounds and ringtones have been embodied by Vivo into the V29 series of devices recently in India, marking an important milestone in the demonstration of the sonic brand of Vivo, which aims to resonate million number of times daily across India, leading to a consistent and strong auditory identity for the brand.

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Vivo partners with BrandMusiq to craft revolutionary sonic identity system

Speaking on the groundbreaking initiative, a Vivo brand spokesperson stated, “We can’t wait to have consumers experience this encapsulating tone that is the perfect embodiment of Vivo brand values and purpose. The process of creating this was a wonderful journey of bridging the gap between science and art. We hope consumers can find joy in what we have created.”

In conversation with Adgully, Rajeev Raja, the visionary Founder of BrandMusiq, speaks about collaborating with Vivo to create a unique sonic identity for the smartphone brand, plans for the festive season, growth target for the upcoming year, and more.

How did the collaboration of BrandMusiq with Vivo come about?

Vivo was searching for a partner who could create a strong sonic identity for their brand, an identity which would be enduring and at the same time possible to amplify across various consumer ear points or audio touch points right from their communication to digital content to their apps to the product integrating into the product. After meeting up with BrandMusiq and understanding BrandMusiq’s unique process of creating a sonic identity, Vivo signed us on and we were delighted to have them onboard.

What are the expectations out of this collaboration?

Through our collaboration with Vivo, we created a comprehensive sonic identity for Vivo that triggers instant brand recognition and deepens brand emotion. We aspire to forge a strong sonic signature for Vivo, a brand sound that will echo through millions of devices daily across India.

What was the creative process behind creating Vivo’s sonic identity?

The process of creating Vivo’s sonic identity has been a wonderful journey using the science of sound and the art of music. We worked with their marketing team, who fully understood where we were coming from and supported us throughout our journey in the process of creating the sound of Vivo.

Vivo’s comprehensive Sonic Identity System includes a ‘MOGOSCAPE’ (Sonic palette), a MOGO (Musical LOGO), and a Mini-MOGO (confirmation sound/ alert), created to encapsulate the essence of Vivo’s brand purpose, ‘Live the Joy’. Already integrated into all brand communication, including TVCs and digital content, this system ensures an instant and unmistakable association with Vivo. Vivo has recently incorporated these distinctive ringtones and notification sounds into their newly launched V29 series devices in India. This marks a significant milestone in the manifestation of Vivo’s sonic brand, set to resonate millions of times daily across India, creating a strong and consistent auditory identity for the brand.

The sonic identity of Vivo is not just going to appear or be heard in their television advertising and on content, but it’s also going to be integrated into their phones as alerts and notifications, which would be a first in the industry.

How is the year 2023 turning out for BrandMusiq so far?

The year 2023 has been a sort of milestone for BrandMusiq. It’s the year that we are well and truly out of COVID and it marks an inflection point in BrandMusiq’s growth. The year has been great so far and we’re looking forward to creating many more memorable sonic identities for Indian and global brands in the months and years to come.

What are your plans for the festive season?

Many of our clients are actually reaching out to us to create festive versions of their sonic identity and hence, that’s something that we’re focusing on for many of our clients’ brands. It’s a unique amplification or adaptation of the sonic identity to connect to their target audiences during this festive season. Essentially it takes getting the MOGO or the MOGOSCAPE and building it into a festival kind of music and so it is sort of branding the entire festival and the sound of Indian festivals, but with a brand’s unique sonic identity.

What are the growth projections for the upcoming year?

We are looking at growing anywhere upwards of 50 per cent and aiming for 100 per cent growth.

What was the brief given to the creative agency?

The brief given to the creative agency was to use music to firstly capture the narrative, back the narrative as a background for the narrative, and also build in the Vivo sonic identity, signing it off with the Vivo MOGO at the end of the communication.